The Transformation And Upgrading Of Processing Trade Enterprises In Dongguan Focused On The Eyes Of The Whole World.

< p > manufacturing big province Guangdong has 2.8 processing trade enterprises, more than 1/3 in Dongguan. Unlike the pilot city of Suzhou, another processing trade enterprise, Dongguan's processing trade enterprise ecosystem has unique characteristics: the processing trade enterprises here are not clustered in one or two industrial areas, but scattered in all the town streets of the city. < /p >
< p > with the words of He Yu, vice mayor of Dongguan, Dongguan's processing trade enterprises are "scattered". Moreover, the earliest processing trade enterprises are engaged in the production of the lowest accessories and moulds. < /p >
< p > in this typical sample City, how to transform the processing trade enterprises, how they start from simple foundry to their own brand, how to start from only simple production to start their own sales channels, how to deal with foreigners and start the trial of the domestic market, are worth exploring. < /p >
< p > < strong > buy former boss < /strong > /p >
Yang Hehui has made nearly forty years of leather goods. Yang Hehui has made a small leather factory the largest producer of international brands, accounting for 3 billion yuan a year. Since 2011, he has had his own brand in addition to international brands such as PRADA and COACH. < /p >
< p > the brand name TUSCAN S from Italy has a history of 35 years. Yang Hehui's Times Group Holdings Limited (hereinafter referred to as "leather goods") bought it at the price of 600 thousand euros in 2011. Now it has opened more than 50 stores in China's second tier cities. < /p >
< p > brand has become the topic of Dongguan enterprises' transformation and upgrading. The way to build brand is not only "out of thin air", but also a way to buy two or three brands abroad. < /p >
< p > the Dongguan municipal government held a press conference in June 6th on the theme of the preparations for the 2013 China processing trade products Fair (hereinafter referred to as the "Gabon fair"), and he Yu spoke candidly about this topic. < /p >
< p > he said that the processing trade enterprises in Dongguan are only doing the process and assembly part, with low added value. Take Apple mobile phone as an example, the Chinese may only take 3%~4%'s profits, 20% of the Japanese take it, and 70% of them are taken away by Americans. < /p >
< p > with the large amount of labor, energy and land consumption and the pressure of environmental protection, Dongguan's processing trade enterprises began to walk towards the two sides of the smile curve. He Yu disclosed that in recent years, enterprises in Dongguan have been adding research and development institutions every year, and more and more enterprises have created their own brands. Some potential enterprises have acquired the brands of other enterprises and even acquired the original dealers while the European market economy is not good enough. "The company that worked for the foreign boss is now big enough to buy the former boss." < /p >
< p > Cai Kang, deputy director of Dongguan Municipal Bureau of foreign trade and economic cooperation, revealed that from 2008 ~2012, the number of brands of processing trade enterprises in Dongguan increased from 2000 to nearly 6000. < /p >
< p > Yang Hehui told reporters that the reason why he chose to buy Italy brand instead of self created brand is mainly considering the particularity of leather products. "Leather goods are about history and craft." < /p >
It's not easy to create a brand without p. A Dongguan underwear company once told this newspaper that they had smashed millions of brands for their brand "Pandora". Over the past three years, Yang Hehui has invested tens of millions of TUSCAN S. They all know that brands cannot be instant and require long time management. < /p >
< p > at present, TUSCAN 'S is doing well. Ye Weishen, general manager in charge of retail sales, told the newspaper that they could sell thousands of bags every month, while the price of TUSCAN' S each package ranged from 1000 yuan to 3000 yuan. When asked to earn more money or earn more money from his own brand, Yang Hehui told reporters with a smile that he would make more profits if he sold himself. His ambition is not small: "since we can do the domestic production of NO.1, then we have to do retail NO.1." < /p >
< p > "laughing at the bottom of a smile curve, of course, and laughing after stretching." He Yu said. < /p >
< p > < strong > internal and external differences < /strong > < /p >
< p > the difference between inside and outside -- Chen Dingan's experience is far from perfect. < /p >
< p > Chen Dingan is the senior product of Lok Photoelectric Technology Co., Ltd. < a target= "_blank" href= "http://www.91se91.com/" > designer < /a >. His company produces all kinds of lamps and lanterns, and has a history of more than 30 years. It began to explore the domestic market 3 years ago. < /p >
< p > Yue area, the ratio of domestic and foreign sales is 3: 7. Compared with the rich export products, there are many domestic products, and only LED lamps are promoted in China. Chen Dingan told the newspaper that the tastes of customers inside and outside were different, and domestic customers preferred charging products, so they made changes to domestic products. < /p >
< p > in addition to the tastes of the products, the domestic market is obviously more complicated. He Yu said that the former processing trade enterprises were only equivalent to the workshop in the production process. They only assumed the task of processing and assembling, and ordered by foreign parent companies to deliver products according to the drawings OK. And now the domestic market needs to face more complicated problems. "The domestic market is very different. The market difference between Harbin and Guangzhou may even be bigger than that of Germany and Greece." < /p >
< p > of course, in addition to accurately grasp the pulse of the market, the channel is also the key to the success of domestic sales. < /p >
P has not yet set up its own sales channels. At present, they have only one Taobao store and one physical store. Besides, they are very dependent on the docking platform such as Gabon. They need to have such an opportunity to communicate with potential customers face to face. While the dealer is talking about it, Luo Yanyi, who is in charge of sales, told the newspaper: "this is not urgent, we must be cautious." From export to domestic sales, whether it is the marketing point of the enterprise or the characteristics of the product, we must reconsider it. < /p >
< p > regardless of the era of leather goods or music, entering the Chinese market is "going with the flow". Most of the luminaries made in le district are for the high-end products for leisure use. Chen Dingan said that China's market is very large, and they have been observing that when China's economic environment reaches a magnitude, it will enter the market. < /p >
< p > Ye Wei Shen said that the Chinese people's consumption power is very strong. The international first-line brands are eyeing China. "Why should we miss it?" in his territory, after winning the Chinese market, TUSCAN 'S will also go to the world. < /p >
< p > He Yu said, from a single trade company, the production is a large number of single products, and consumers want to see different products when they arrive at department stores. The demand for retailers is small. "How can I divide the water of a large reservoir into a small bowl of water in thousands of households? Now the agents and distributors take on this task, and the more convenient way is e-commerce." < /p >
< p > He Yu said that because most of the processing trade enterprises in Dongguan are small and medium sized, with insufficient financial strength and many unwilling to invest too much in e-commerce, the Dongguan municipal government intends to set up an online Gabon fair. At present, hundreds of enterprises have joined the online platform. < /p >
< p > Xiu Xiyi, President of Dongguan Electronic Commerce Association, said in an interview recently that according to incomplete statistics, the volume of e-commerce transactions in Dongguan last year was about 150 billion yuan. The proportion of domestic and export applications in e-commerce is high, estimated at 80%, but the overall marketing level is not high. < /p >
< p > he said that although many enterprises entered Taobao to open the official Taobao store or did their own websites, they lack effective promotion efforts, and the effect is not obvious. < /p >
< p > Yue District obviously has tasted the sweetness of e-commerce. They made a 700 thousand turnover on Taobao last year, though not many, but for them, a blank domestic market, the electronic business platform can help them accumulate a lot of customers. This year they are going to make a new revision. < /p >